Style is important, but content comes first.

If you would write emotionally, be first unemotional. If you would move your readers to tears, do not let them see you cry.

The ...experts of the FDA have declared Laetrile to be worthless...quackery and fraud...These experts are the professional descendants of experts...confident that mental illness should be cured by drilling holes in the skull, the better to let the demons out. ...This is the Orwellian fashion in which the medical establishment throws its weight around.

Louis Kelso's formula sounds like Lydia Pinkham's Vegetable Compound. The whole theory sounds crazy. But, then, one may recall, they said all that of Copernicus too.

Use familiar words-words that your readers will understand, and not words they will have to look up. No advice is more elementary, and no advice is more difficult to accept. When we feel an impulse to use a marvelously exotic word, let us lie down until the impulse goes away.

Astrology is the sheerest hokum. This pseudoscience has been around since the day of the Chaldeans and Babylonians. It is as phony as numerology, phrenology, palmistry, alchemy, the reading of tea leaves, and the practice of divination by the entrails of a goat. No serious person will buy the notion that our lives are influenced individually by the movement of distant planets. This is the sawdust blarney of the carnival midway.

Good similes depend upon close observation. They depend upon brevity and wit....They have to fit in context.